Finding success at retail and keeping a coveted spot on a premium shelf is a journey of its own. Notably, for the reason that pandemic, the frequency of brands coming to market and launching in-store has escalated enormously, especially with hair care, Black, Indigenous and other people of color-owned brands, and clean beauty brands picking up momentum. Latest categories have also popped up, because of the evolving consumer journey that features social media usage and the consumption of more content that pertains to specific needs like textured hair and clean beauty. Sexual wellness and menopause are also now not taboo — a conversation that has led to more products from the categories showing up on shelves.
The rise actually speaks to...
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